Consumer is king, take care of him

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The e-commerce guidelines seek to ban fraudulent discount sales in the garb of flash sales. The official rationale to do so is to protect the consumers who fall for such fancy deals and run the risk of being short-changed.

There is a counter view that suggests banning move in view of flash sales hurting mom and pop stores. Remember, these milling stores in the unorganised sector are a big base for various political parties, especially the ruling establishment.

The consumer is highly discernible today and knows how to separate wheat from the chaff. Retailers too would love to have him or her on their side. Retail business is a Test match and does not favour some quick hits.

If tightening of rules on flash sales is to placate the informal retail outlets in the country, then this is not the most desired way to keep them in business. A level-playing field between formal and informal retail is a good idea but not at the cost of sacrificing consumer interest.

Undoubtedly, these stores were the lifeline for households during the first wave of the pandemic as e-commerce players became inactive due to the lockdown. These stores deserve fiscal, logistics and technology support.

Any curbs on e-commerce offers, however, will ultimately reduce the choice for consumers which should be avoided.

The government must keep in mind that consumer is king. Any benefit that consumers get is welcome and this should not be curtailed by any piece of regulation. Let the competition play out between formal and informal chains to ensure that the consumer emerges as the real winner.

Policymakers must enable an ecosystem that fuels consumption and flash sales should serve as a fillip. Government has clarified that it is keen to only act against erring players who make false offers. That is welcome but no blanket ban, please.